Archive for the ‘Market Research’ Category

Google updates Google Trends

June 12, 2008

but still not transparent. Google has made some recent updates to their Trends platform, but has not reached full transparency. It’s going to be a baby-step process for them, because as of now, they have no real need to do it. People have to play by Google’s rules.

Microsoft on the other hand, allows much more transparency with their AdIntelligence tool. Google Trends works on a scale, so it is impossible to tell whether there are 500 searches or 5 million??

Eric Schmidt says online more analytical??

April 30, 2008

No kidding…. The Google CEO made this comment at the recent American Association of Advertising Agencies Leadership Conference in Laguna Niguel. This is a no brainer comment coming from the leader of the market leader in online marketing.Just consider how much more data is available through online marketing than traditional print, tv and radio. All this data allows technology firms to be close to the hip to agencies and media companies to provide analysis and reporting.

He predicted firms will look to hire new skill sets to maximize the ever growing potential of online marketing and the vast amounts of data that can be collected depending on the client and goal of the campaign. I see this as nothing new, as Curt Hecht made it clear at teh recent ad:tech keynote speach that Starcom has already made the transition to new skill sets and has Ph.D’s in their office providing analysis and recommendations for their clients. The money is in the data! No longer can agencies just say they provide creative solutions. They need to understand the data and be able to find interesting tidbits to make actionable suggestions. Clients continue to ask harder and harder questions that agencies must be able to answer.

So even though Eric said it, its nothing new. If this is news to agencies, they are in trouble!

Product Development through interactive game is brilliant

January 29, 2008

Mountain Dew has moved beyond a special Halo edition drink. They now are in the interactive gaming industry, where individuals can play a game, which ultimately leads to product development. This new kind of consumer research is perfect for companies seeking that elusive male 18-34 market. Rather than put them through focus groups and surveys, why not build an interactive game similar to the type of games which they play anyways, and have them tell you what they like and dislike.

Mountain Dew is using this new form of interactive market research exceptionally well. Results have been so great, they are now looking at launching three new flavors rather than just the original one. That is a large brand extension, and I am just not sure they need that many “Dews” on the market. Its seems like the ones they have launched come and go like Livewire, and Code Red.

In terms of engagement, this site has some phenomenal numbers. Average time on site is 28 minutes, and over 200,000 registered players so far (that’s a great pool for further product research).

Pepsi said they launched the initiative under the assumptions people like to create their own content as well as develop their own products.I give Pepsi a definite A for effort in using UGC for new product development. The “game” will produce three finalists that will be tested in national markets in July, with a winner being launched in November.